Understanding the Psychology Behind Color
Different colors reflect certain emotions and reactions. How colors are interpreted will vary from person to person, and other factors like culture can also influence how colors are perceived. Examples include the color red and how it is often associated with passion and intensity, or the color blue representing trust and tranquility.
Colors can directly affect everything from how we are feeling to our very own concentration levels. It is important to have an understanding of how different colors influence humans, and this is especially true for marketers and designers who are constantly trying to vie for the short attention span of their consumers.
Although there are subjective elements to consider such as the environment an individual grew up in, the culture they come from and their personal inclinations, there is a large body of scientific evidence compiled by psychologists that designers and other professionals pull from to gain a significant advantage over their competitors.
In the Western world, certain colors are associated with emotional and cultural meanings. It is important to understand how specific colors may benefit or hinder a design as you consider the following aspects: the audience, type of service or product being offered and what colors are the most appropriate for delivering this exact purpose.
If an advertisement is intended to excite the viewers, perhaps the color red is the best fit. However, if the goal of the design is to relax the consumer, the colors blue or green would be the better options. The ability to understand what colors should be used in design and user experience can help improve revenue for marketing companies.
It is no longer enough for companies to only rely on their products to generate profits. Companies must possess a working knowledge of color psychology and understand how to effectively use this tool to enhance their digital presence while enticing consumers into purchasing their services.
Using the incorrect color or hue to accompany the text displayed on a company’s website can negatively affect the usability of the online experience, prompting the viewer to turn elsewhere. Color, when used correctly, can dictate where our eyes look and how the consumer interprets something. This is critical to the progression of companies worldwide.
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Sources referenced in the article: https://www.empower-yourself-with-color-psychology.com/meaning-of-colors.html https://www.quicksprout.com/psychology-of-color/ https://coschedule.com/blog/color-psychology-marketing/
Here is a link to a short youtube video that breaks down the psychology behind colors in a conversational way: https://www.youtube.com/watch?v=RItNMWHYZVI